Create an immediate and irresistible desire for Quick’s Giant by welcoming returning Belgian travelers with an omnipresent and engaging advertising presence at Brussels Airport. The aim is to exploit every key touchpoint – from gates to the airport exit – to embed the message ‘Bye Bye Tapas/pizza/gyros, Hello Giant’ in the minds of Belgians, transforming their return home into an irresistible urge to taste the burger.
The campaign adopts an integrated and omnipresent strategy at Brussels Airport, targeting returning travelers.
Strategic Display: Complete coverage of the customerjourney via banners (gates), a large lightbox, digitalscreens (baggage reclaim) and a monumental banner measuring over 300m² (on the road outside theairport).
Exploit the Key Moment: Surf on higher airport frequency during summer and target Belgians returning from their travels to transform the entire airport journey into a continuous advertising experience.
Maximizing Engagement: Dynamic content depending on flight’s origin was displayed in PRG buying. Combining an omnipresent OOH presence (300m² banner, lightbox, etc.) with a powerful experiential activation (Mega Giants on baggage carousels) for direct engagement via QR code and contest.
Generating Buzz: The integrated approach ensures maximum message recall, amplified on social media. #earnedmedia
